The client is a leading competitive energy supplier serving two-thirds of the Fortune 100, with more than 1 million residential and 100,000 commercial customers. It had strong brand recognition already, but low readership and engagement on its blog and website.
Readership had steadily decreased since the blog launched three years prior, and the number of subscribers had hit a plateau. The company wanted to drive more organic traffic to its website by improving blog readership. It also wanted to better utilize email marketing to improve customer engagement and loyalty.
The energy supplier turned to Kuno Creative for help.
The company faced a number of challenges, including the need to educate buyers about its complex energy products. The company serves a national audience, but regional factors such as weather have a significant impact on energy prices.
Additionally, because the energy industry is heavily regulated, the company faced a lengthy approval process for content. This made it difficult to cover topics that were heavily dependent on weather and market conditions in a timely manner.
Kuno Creative began ramping up blogging efforts with the ultimate goal of doubling the company's content to eight posts per month. Blogs were based on insights Kuno uncovered during interviews with the company’s business development managers in various regions, as well as search data.
In addition, the Kuno team developed more targeted regional newsletters and segmented emails to improve open rates. Kuno also tested various webinar, survey and event announcements to improve customer email engagement. One of the company’s email marketing goals was to increase the number of customers who responded to its Net Promoter Score surveys. The Net Promoter Score reflects how many customers would recommend the company to others and is an important indicator of customer loyalty.
The combination of blogging and email marketing improved engagement and conversions. Within the first year, the company significantly increased its website traffic and blog subscribers and brought in more than 2,000 new business contacts. By cleaning up its email marketing database and improving the quality of its emails, it also improved email engagement. More customers responded to its Net Promoter Score survey, which gave the company a more accurate way to gauge customer loyalty.
“Improving our blog traffic and email engagement was definitely a team effort. Bringing in an agency allowed me to focus more on the big picture as we worked together to improve customer loyalty and engagement.”
